Insights from Web Analytics Demystified

www.webanalyticsdemystified.com

TURNING IT UP TO 11: ADVANCED WEBSITE OPTIMIZATION

Partner, Web Analytics Demystified

brian.hawkins@webanalyticsdemystified.com

(708) 516-4774 or @brianthawkins

BRIAN HAWKINS

#Agility2013 @brianthawkins

ABOUT BRIAN HAWKINS

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• Early Employee at O!ermatica• Helped found the Optimization consulting services at O!ermatica and at Omniture• Senior Optimization Manger overseeing dozens of clients across all verticals and across all Optimization toolsets

#Agility2013 @brianthawkins

ABOUT WEB ANALYTICS DEMYSTIFIED

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• End-to-end strategies for digital measurement and optimization

– Strategic Audits and Framework Development– Executive Retainers and Support Services– Operational Use Audits and Support– Implementation and Ongoing Reporting– Training, Education, Special Topics– Web Analytics Wednesdays!

#Agility2013 @brianthawkins

DECADE OF OPTIMIZATION

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• Organizations are building out robust testing roadmaps

• Increased use of targeting and segmentation

• Tests are being expanded to di!erent mediums such as mobile, display, and email

• Optimization teams are growing and being leveraged in pre-production vs. just post

#Agility2013 @brianthawkins

OPTIMIZATION TODAY

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• Optimization is not easy, there are many challenges

• Tagging - by for the most pressing issue we see today

• Implementation approach (global, modular, single tag)

• Operationalizing test winners

• Mitigating cost and performance

#Agility2013 @brianthawkins

ENSIGHTEN SOLVING FOR CURRENT CHALLENGES

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• Ensighten’s Visual Tagger™ tackles these challenges and enables Optimization best practices

• Adobe Test&Target and Webtrends Optimize built right in!

#Agility2013 @brianthawkins

ENSIGHTEN SOLVING FOR CURRENT CHALLENGES

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• These Optimization Best Practices can be applied to any optimization platform including internally built testing tools

• Ensighten can also enable cross optimization platform communication for organizations that use multiple toolsets

#Agility2013 @brianthawkins

TAGGING VIA VISUAL TAGGER

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#Agility2013 @brianthawkins

FLEXIBILITY IN IMPLEMENTATION APPROACH

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• Easily select the mbox type depending on test design

• Global mbox (dynamic or static)• Conversion or data collecting mbox (revenue metrics, weighted page views)• Redirect mboxes for non-flicker landing page optimization

#Agility2013 @brianthawkins

FLEXIBILITY IN IMPLEMENTATION APPROACH

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• Easily selectively deploy your Webtrends Optimize tag only on pages included in test

• Add additional data variables to the Optimize request for advanced targeting and segmentation

#Agility2013 @brianthawkins

LIVE DEMO OF OPTIMIZATION IMPLEMENTATION VIA ENSIGHTEN

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#Agility2013 @brianthawkins

OPERATIONALIZING WINNERS

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• Rather then depend on your optimization platform to operationalize test winners, Ensighten can bridge the gap

#Agility2013 @brianthawkins

MANAGING CLIENT SIDE CALLS

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• Within the Manage 2.0 Platform one can easily schedule, edit, coordinate, delete test rules in minutes

#Agility2013 @brianthawkins

OPTIMIZATION TOMORROW

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• As Optimization demand increases and its sophistication evolves, a whole new set of challenges presents itself but Ensighten is solving for these challenges today

• Optimization scaling and coordination

• Data Syndication

• Data Conduit - Data collectors and Optimization tools - Inbound

• Pushing Optimization data points to other platforms - Outbound

• Data Integration - o"ine Data

#Agility2013 @brianthawkins

ENSIGHTEN SOLVING FOR TOMORROWS CHALLENGES

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• As the demand for more tests grows a solution like Ensighten will be essential to keep up with the demand and management of execution of tests

• Cross-channel tests will become much more common place and Ensighten can enable test deployment across email, display, and mobile

#Agility2013 @brianthawkins

PATH TO PERSONALIZATION

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!  Referring domain !  Campaign ID !  Affiliate !  PPC !  Natural search !  Direct/bookmark

Referrer Variables

!  Customer/prospect !  New/return visitor !  Previous visit patterns !  Previous Product interests

– top level !  Previous Product interests

– low level !  Searches !  Previous online purchases !  Previous Campaign

exposure !  Previous Campaign

responses

Site Behavior Variables

!  IP address !  Country of origin !  Time zone !  Operating

system !  Browser type !  Screen

resolution

Environment Variables

Temporal Variables

!  Time of day !  Day of week !  Recency !  Frequency

Offline Variables Highly Predictive

Anonymous Profile

#Agility2013 @brianthawkins

ENSIGHTENS DATA MAPPING

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•Revolutionary way to easily expose data for targeting and segmenting of tests

• Allows for the data mapping across areas of the site

• Game changer for targeting with secure data in the unsecured areas of the site

#Agility2013 @brianthawkins

LIVE DEMO OF DATA LAYER USE FOR OPTIMIZATION VIA ENSIGHTEN

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#Agility2013 @brianthawkins

DATA SYNDICATION - OUTBOUND

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• By way of the Visual Tagger and its Data Map, one can make test data points accessible to other platforms such as:

• email marketing platforms• display retargeting solutions• modeling engines• cross domain sites

#Agility2013 @brianthawkins

DATA SYNDICATION - INBOUND

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• The Data Map combined with custom rules will enable Marketers to incorporate o"ine and third party data with ease

• internal CRM platforms• Blue Kai, Experien, Alliant, etc.• Propensity modeling platforms

#Agility2013 @brianthawkins 21

CUSTOMER SUCCESS STORIES

#Agility2013 @brianthawkins

SYMANTEC

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• Incredibly sophisticated implementation of Test&Target that makes use of custom engagement scoring models

• Leverages Ensighten to quickly and easily deploy third party marketing platforms to identify value

#Agility2013 @brianthawkins

SONY ONLINE STORE

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• Mitigates Optimization costs all through Ensighten

• Enabled to deploy tests in a matter of minutes with business users vs. IT

#Agility2013 @brianthawkins

ICE.COM

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• All tests are deployed via Ensighten for performance, server call management, and for time to market

• Ensighten has enabled the ability to allow their optimization platform to communicate with its email marketing platform for cross channel optimization!

Insights from Web Analytics Demystified

www.webanalyticsdemystified.com

Partner, Web Analytics Demystified

brian.hawkins@webanalyticsdemystified.com

(708) 516-4774 or @brianthawkins

BRIAN HAWKINS

TURNING IT UP TO 11: ADVANCED WEBSITE OPTIMIZATION